eMail is Different
Why.We can handle a torrent of junk circulars, and catalogs in our mailboxes, but most of us resent a barrage of unsolicited commercial e-mail, or faxes or telemarketing. Since we pay for our phones, faxes and computers, we don't like to have commercials attached. We want control over what we pay for. Sending out unsolicited e-mail can seriously damage your business. Sending out unsolicited direct mail will probably help your business.
Make no mistake about it, e-mail out pulls even the best direct mail. In fact, the best e-mail programs can pull up to a 30% response while direct snail mail rarely sees more than 2 to 3%. E-mail costs a fraction of direct mail and is instant. But you have to know how to use it, correctly, that is the purpose of this course.
eMail is one of the most effective and powerful marketing tools that has ever existed. It won't be long till just about everyone on the planet has an e-mail address. So when it comes to Internet marketing, the question is not whether to use e-mail but how to use it and use it properly and effective.
There are considerable differences to online and offline marketing. Prospects using the Internet want and expect a more personal experience. The environment in which they view your company and message is different. A prospect may look at a newspaper once a day, listen to the radio in his/her car, watch television in the evening, but many are on their computers at multiple times and even places throughout the day.
They will have a personal e-mail address and a business one. Many will check their e-mail several times a day.
Their e-mail is important. They receive messages from their customers, family, friends and employers using e-mail. They may also receive messages, newsletters, and advertisements from companies that they have an "opt-in" relationship. These are e-mails that the customer has given his/her "permission" to send, we will cover this in more detail a little later in the lesson.
